An Empirical Study on the Customer's Flow Experience of Non-trade Network Community under the Perspective of Customer Engagement Theory

GUO Ren, ZHOU Fei

Journal of Central University of Finance & Economics ›› 2016, Vol. 0 ›› Issue (3) : 122-128.

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PDF(1169 KB)
Journal of Central University of Finance & Economics ›› 2016, Vol. 0 ›› Issue (3) : 122-128.

An Empirical Study on the Customer's Flow Experience of Non-trade Network Community under the Perspective of Customer Engagement Theory

  • GUO Ren, ZHOU Fei
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Abstract

Network community is in the form of interest identity and online aggregation,which lies in the initiative sharing and interacting activities of the members to create the common experience value.As the online comments become the important external cues when shopping,the non-trade network communities play an important reference function in influencing consumers' purchase decision due to its non-profit feature.The non-trade network community doesn't relate to their members' direct economic benefits,and the core of operation is to keep members' continued psychological contact and participation with brand,which is the central proposition of the Customer Engagement Theory.Based on the mutual value of the non-trade network communities,we explored the tendency of individual pro-social values and the perception of community values influencing the members' flow experience.By investigating 209 members of the mainland mainstream non trading virtual community,we show that community values have positive impact on communities members' mutual activities and information sharing behaviors,and the tendency of individual pro-social values only has significant effects on members' mutual activities.What's more,the mutual activities and information sharing behaviors influence the flow experience of community members.

Key words

Customer engagement / Tendency of individual pro-social values / Community values / Information sharing behavior / Flow experience

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GUO Ren, ZHOU Fei. An Empirical Study on the Customer's Flow Experience of Non-trade Network Community under the Perspective of Customer Engagement Theory[J]. Journal of Central University of Finance & Economics, 2016, 0(3): 122-128

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